Climate change concern remains high across the globe, says Synovate and Deutsche Welle global study

Bite-size research for hungry minds

May 2010

People cite extreme weather conditions as main danger of climate change; almost half willing to pay more for eco-friendly products

Climate change. Global warming. Greenhouse effect. Whatever the terms used, over the past few years the world has become used to hearing about it on a regular basis. Whether people believe climate change will have devastating long term effects on the planet or not, it's a global issue fraught with emotions, and one that's not going away. Environmentally conscious consumers - no longer the small niche market it once was - are using their spending power to support earth-friendly products, whilst companies and governments around the globe have received the message loud and clear.

To understand more about this hot issue, global market research firm Synovate and international media company Deutsche Welle examined people's attitudes towards climate change and the issues surrounding it in a recent global research study. The study, conducted with over 13,000 people in 18 countries, also addressed the responsibilities and roles of media in combating this global concern. This is the third global climate change research study that Synovate has conducted since 2007.

Climate concerns?
The study reveals that the world's population remains as concerned as ever about the effects of climate change. Across all countries surveyed in the three rounds of research conducted by Synovate, 30% of people in 2010 and 2008 said they were 'very concerned' about climate change, versus 29% in 2007. >>MORE

Corporate social responsibility
The vast majority of those surveyed (88%) feel that companies have a responsibility to help reduce climate change. This was highest in China (98%) and France (94%). >>MORE

Where's the blame?
Globally, people believe the main factor in climate change is human causes (waste, population increases, electricity, etc). Twenty-eight percent of people in the latest survey say this is the main factor, fairly consistent with the 27% who said this in 2008, and a substantial increase from the 20% who said this in 2007. >>MORE

Climate change dangers
Almost one third of respondents (31%) globally cited the biggest danger of climate change to be erratic / extreme weather conditions. This was highest in China at 62%, followed by France, Germany and Japan (48% each). >>MORE

Personal responsibility
Most of the people surveyed indicated that they've personally done something to help reduce the impact of climate change. The most popular activity? Saving electricity, with 76% of people globally saying they did this. This was highest in South Africa (95%) and China (93%). >>MORE

Shopping green
People across the globe seem more than willing to "put their money where their mouth is" when it comes to doing their part to reduce the effects of climate change. When asked if they'd spend more for environmentally friendly products, almost half the people surveyed said they'd be willing to pay more. Twenty-seven percent say they're willing to spend up to 9% more whilst 22% are willing to spend from 10-19% more for products that are eco-conscious. >>MORE

Media matters
The media, whose job it is to report what's happening in the world, has been very much a part of shaping public perceptions of global issues such as climate change. When respondents were asked what role should media play in the issue of climate change, most said it should be 'educating and informing the public'. People rate TV as the best media source for climate change information, followed by websites. >>MORE